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The Future of Digital Media: Trends and Predictions for the Next Decade

During the last year, the digital marketing industry saw substantial changes. The Department of Justice’s antitrust lawsuit against Google finally took place, marking a significant legal development. The European Union imposed heavy fines on Criteo for GDPR violations, highlighting the ongoing importance of data privacy. Apple’s iOS 17 introduced privacy-centric features, overturning traditional tracking norms and signaling a shift towards greater user privacy.

In the realm of television, streaming TV overtook linear TV in viewership, reflecting changing consumer preferences. Amazon launched advertisements on Prime Video, expanding its advertising reach. The collapse of MediaMath underscored challenges within the digital advertising sector. Finally, Spectrum and Disney agreed to a new model for linear TV programming, altering the dynamics between multichannel video programming distributors (MVPDs) and content providers.

As the new year has just started, here are some experts’ predictions about what the digital marketing industry can expect in 2024.

Upcoming trends in digital media

Public Relations and Data Analytics

Public relations have leveraged the big data and integrated insights gathered from such data to enhance PR tactics. Analytics from digital advertising measure more than the revenue generated from a specific advertising campaign. They can identify shifts in the campaign.

Besides, the information gathered can help digital marketers enhance the ad’s message, define which channels to utilize, and gain insight into who is listening.

Moreover, through data analysis, experts in PR are producing more effective outreach campaigns. The huge amounts of data available today allow communication experts to effectively predict news cycles and interest; identify which outlets cover the industry most; and find potential relationships with influencers, organizations, and other media channels.

While few of the metrics related to public relations may seem insignificant, data is shaping the future of media concepts in PR through its capability to make all the (intangible) noise reasonable.


Mobile Video Marketing

The future of media is evolving continuously, and the strategies that marketers use to reach audiences must be changed accordingly. According to The Trade Desk survey, 64% of U.S. households have cut the cable TV cord or have never subscribed. With adults in the 18-34 age group shifting to streaming services, like Sling, Hulu, and Netflix – marketers must implement new strategies to reach them.

Every year, more audiences are choosing online video platforms over conventional television, and many are using their mobile phones to do so. This shows that the future of digital media, specifically video, needs a mobile-first strategy. This goes beyond running ads on popular streaming channels and needs brands to assess how they appear in the marketplace.

Moreover, with videos now accessed across multiple platforms, having accessible, mobile-friendly video content is essential.


Continued Investment in VR and AR

Through specific hardware and software, Virtual Reality recreates environments, while Augmented Reality improves physical images. These two industries have achieved new emphasis in recent years, and both are growing rapidly.

Many experts predict that these technologies will enable audiences to have engaging experiences with products before they purchase them, helping convert ad expenditures to actual customer purchases.

These technologies will also help print media incorporate with digital, and utilize real-time data to provide personalized experiences to customers.


Experts’ predictions for the digital media that will shape the industry in the next decade


The Return of News Homepages

Readers are tired of all the terrible news on their social media platforms. The majority of people will significantly want social media sites to offer an escape where they can find joy, fun, and entertainment.

People will still want news but don’t want it to ruin the mood when they’re escaping into entertainment. This will bring a return to the editorially curated news homepage like, HuffPost, and Drudge.

The concept that news organizations should “discover audiences where they are” will be much less relevant. People will have more control over whether, when, and how they consume news. Reliance on this prediction is why people are moving some potential editors and reporters over to HuffPost where they’ll be investing in growing a significant direct audience.


Creators Form Alliances with Media Companies

For all the hype about content creators making their paths, we’re at a turning point where media companies and content creators will join forces to win on different platforms and get revenues from the biggest marketers.

Furthermore, content creators to their lack of community, get burnt out and don’t have a way to build their relevance and trustworthiness. Media enterprises on their move toward a lack of voice and relatability.

The next decade will be defined by content creators partnering with competent media brands for community, cash, and credibility. For instance, Tasty is ruling in how media is created and distributed, giving the conviction to expand this model to more brands.

Creators that represent Tasty content, generate massive views per video. The results are astonishing for everyone when media companies and content creators work together, develop and collaborate on new frames and formats, and brainstorm with analytics.


The Rise of Social Movements

Social media has become the most important channel for everyday citizens and social activists to spread the word about major issues and influence others to join their cause.

Traditionally, social movements occurred in physical places. But, recently tweets on the streets have become a common way of arranging social movement protests. When the Covid-19 was spreading in 2020, the continuation of the Black Lives Matter and Me Too movement was all over the news and social media.

The Me Too movement started in 2017 and many high-profile celebrities along with millions of people who had been harassed sexually started using hashtags on social media. These movements help shed light on the injustices. This has helped people become aware and encouraged them to bring change. We will see a great rise in social movements in the next decade and brands will play a huge part in it.

The upcoming trends discussed here mark a shift in how businesses interact with their customers and how the audience consumes digital media. Digital media will significantly evolve in the next decade as customers make new demands, new tools emerge, and the accessibility and quality of the technologies improve. Moreover, the use of data analytics and influencer collaboration will also influence the digital media future. 

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